In fashion and beauty, everything old eventually becomes new again—and in 2025, that couldn’t be more true. From thin eyebrows to frosted eyeshadow, iconic trends from the 1990s are making a big comeback. But this time, they’re reimagined with a modern twist. Today’s take on 90s beauty is cleaner, smarter, and more wearable than ever.
Whether you’re a nostalgic millennial or a curious Gen Z beauty fan, the return of 90s trends offers something for everyone. It’s a playful yet empowering revival that’s reshaping how we define beauty in 2025.
Why the 90s Are Trending Again
The return of 90s aesthetics isn’t just a coincidence—it’s part of a bigger cycle in pop culture. Every 20 to 30 years, fashion and beauty tend to recycle trends. The 90s were bold, experimental, and full of character, and now, people are craving that uniqueness again.
With the rise of social media and short-form video content, beauty creators are rediscovering old-school looks and reintroducing them to a new generation. Platforms like TikTok and Instagram are filled with tutorials recreating iconic 90s makeup looks worn by stars like Drew Barrymore, Aaliyah, Naomi Campbell, and Gwen Stefani.
But unlike the original era, today’s beauty scene is more inclusive, diverse, and focused on individuality. That means these throwback looks are being interpreted in fresh, personalized ways.
The Return of the Thin Brow—But Smarter
One of the most talked-about returns? Thin eyebrows. In the 90s, ultra-thin brows were everywhere—but often achieved by over-plucking, leading to long-term damage.
In 2025, the thin brow trend is back—but people are approaching it with more caution. Instead of tweezing them into oblivion, many use brow pencils and gels to temporarily shape or slim their brows. Some even experiment with concealing techniques to create the illusion of a thinner brow without making it permanent.
It’s a more thoughtful, flexible way to enjoy a trend without the regret that many from the original era experienced.
Frosted Lids and Lips
Frosted finishes are another hallmark of 90s beauty, and they’ve returned with shimmering charm. Think pastel blues, silvers, and soft pinks on the eyes, paired with glossy, frosted lips.
This time around, textures are smoother and more flattering. Modern formulas avoid the cakiness and dryness of the past. Creamy eyeshadows and nourishing lip glosses deliver that nostalgic icy glow while still feeling fresh and wearable.
Brands like Fenty Beauty, Rare Beauty, and Glossier have embraced this throwback trend by offering soft shimmer palettes and glosses that suit a wide range of skin tones.
Brown Lipstick Is a Must
If there’s one lipstick shade that screams 90s, it’s brown. Deep chocolate, warm terracotta, and dusty mocha hues were the go-to lip colors of the era—and in 2025, they’re back in full swing.
Today’s brown lipsticks are often paired with lip liners for that classic defined look. But the modern twist? More hydration, creamier finishes, and a wider variety of tones to match diverse complexions.
This comeback trend also highlights the growing appreciation for bold neutrals that flatter real skin tones instead of masking them.
Hair Accessories That Feel Fresh
From claw clips to zigzag headbands and tiny butterfly clips, 90s hair accessories are everywhere again. These playful add-ons are not just cute—they’re practical.
Claw clips, for example, are a stylish alternative to hair ties and heat styling, making them perfect for the wellness-focused beauty consumer. And butterfly clips? They’re no longer just for kids—they’re a statement of carefree charm, often used in slicked-back updos or braided styles.
Today’s designs feature metallic finishes, pastel colors, and minimalist shapes, making them feel chic instead of costume-like.
Grunge and Clean Girl—The Fusion
What’s most exciting about the 90s revival in 2025 is how it merges with today’s biggest beauty aesthetics. For example, you’ll often see the dark lip and smudged liner of 90s grunge paired with clean, dewy skin from the “clean girl” trend.
This fusion allows people to enjoy bold, edgy styles without giving up the fresh, skin-first look that’s become so popular in recent years. It’s a balance between rebellion and restraint—one that celebrates personal expression.
The Influence of Celebrities and Creators
Pop culture is playing a huge role in the return of 90s beauty. Celebrities like Zendaya, Bella Hadid, and Olivia Rodrigo often showcase retro makeup looks that go viral instantly. Their modern interpretations of old-school styles make them feel aspirational but accessible.
Meanwhile, beauty influencers and makeup artists are using their platforms to offer tutorials, reviews, and tips on how to pull off 90s trends in realistic ways. Whether it’s through soft matte finishes or updated contouring techniques, they’re helping bring the past into the present—with style.
The 90s beauty trend revival in 2025 celebrates individuality and expression, blending nostalgic styles with modern beauty standards for a fresh take on self-expression.